Commentary

The 2/20 Rule: Producing Nonlinear Interactive Content

"Digital narratives" is a term mainly used by people in the entertainment industry who create longer, immersive and interactive content online. Those in the advertising industry should find this post equally applicable as we continue to see the rise of fantastic high-budget video microsite experiences. 

The 2/20 rule deals with the fact that every visitor is different -- and that their attention spans vary considerably. To compensate for this, design your site and narrative so that the content can be consumed effectively by people who are going to spend two minutes on your site or 20.

Every site has a goal. Whether the focus is advertising, entertainment or documentary, each site has an intended message that visitors are meant to take away. Since time is precious and another site is just a click away, it's important to remember that users shouldn't have to go through an entire site to get the overall message.

To allow users to see the content that interests them the most, remember to segment content into smaller sections by creating a narrative that is nonlinear. In a nonlinear setup, visitors don't have to go through A-B-C-D to get to E allowing them to "direct" their own experience instead of holding their hand and dictating the flow. 

Some who produce or direct might find this ideology a bit off-putting, especially a film director who is used to creating 90-minute to 120-minute movies. However, keep in mind that even though a visitor loves your site, it doesn't mean they will go through and see every page. The reality is that a larger number of them won't.

A site with a lot of depth and content available gives fully engaged people with time the opportunity to see as much as they like, but it's equally important to design the site so that the user with limited time can enjoy the experience. This concept is equivalent to the short-chapter approach in books -- If the content is split into smaller chunks and you know it will only take a minute to go through it, you're more likely to click to subsequent pages than if each page takes five minutes to consume. By presenting your site this way, you ensure that all visitors will quickly get to the point -- regardless of which page they exit from, they will have gotten the message.

Take the National Film Board's interactive documentary "Waterlife" (http://waterlife.nfb.ca) as an example of the nonlinear approach. (Jam3 developed the "Waterlife" campaign.) The site is designed without a beginning or an end in terms of content. Visitors start with an interface, where they can essentially click anywhere to enter one of the 23 sections. Each section loads beautiful background footage, overlaid by voiceovers, music and factual information. The narration, short videos and large headlines appeal to the speediest of users who just want the essential information. Those taking their time can continue to read through all of the research and consume the full breadth of informational content. 

There will always be examples or cases of amazing sites told in a linear fashion that amassed millions of visits where the visitor payoff may have been in the end, or the entire experience may have taken 40 minutes. There are a million ways to skin a cat, and while the "2/20" rule may not be the definitive key to interactive success, it is a great way to communicate messages more effectively to a variety of visitors.

It is important to realize and remember how wide the differences in your user base can be, and to be able to tailor the experience for everyone, regardless of how much time they can or want to invest.

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